福州市周边乡村旅游者消费行为研究

THE TOURIST CONSUMPTION BEHAVIOR ANALYSIS OF RURAL TOURISM IN THE SUBURBAN AREAS OF FUZHOU

伴随着中国旅游业的深入发展,乡村旅游目前在中国迅猛发展。以福州周边乡村旅游地为例,采用问卷调查法,借助EXCEL统计软件对数据进行处理,通过乡村旅游者的认知与动机、购买决策、满意度等对乡村旅游者消费行为进行了分析与研究。结果表明:出游动机凸显放松身心动机,住宿交通等配套设施和实际花费对旅游者的决策影响很大,最看重旅游地的方面是体验活动,旅游者消费行为存在不同群体的明显差异。在此基础上提出增加活动内容,提高服务质量,改善住宿交通等配套设施,提供特色餐饮并改善餐饮卫生条件,注重营销等措施以促进乡村旅游的进一步发展。

In recent years, with the development of tourism, rural tourism has been attracting more and more attention. Rural Tourism was being generally accepted and preferred by the vast numbers of tourists. The article took Fuzhou as an example to analyzes rural tourist consumption behavior, such as rural tourist motives, cognitive and purchase decisions, satisfaction art so on. It adopted questionnaire to collect data, using the statistical software EXCEL in data processing. The conclusion shew that tourists＇motivation highlights to relax, lodging and transportation facilities and actual cost have great importance on the tourists＇ decision - making process, experience activities are of great importance to tourists, tourist consumption behavior exist obvious differences in different groups. Based on those, five countermeatures were put forward to promote the further development of rural tourism.